The Impact of Sexual Appeal and Gender Affect in Advertising

• Main Authors: Tsai, Peihsuan, 蔡佩璇
• Other Authors: 林耀南
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/45667651695188915560

碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 101 === This research investigates the differentiations and relationships between men and women in their natural reactions to sexual appeals in advertising. Earlier researches implied that both males and females would react differently to such ads because of perceptions of unethicality. Reichert (2002) hypothesized that, under the sort of forced processing conditions may lead to a conclusion that allowing the men exhibit a more positive attitudinal response to gratuitous sex appeals than women on average. It provides support for the underlying process – and also demonstrates intra-gender variation—by showing that women with more liberal attitudes to sexual react in a manner very similar to men briefly.